An urban beach in London is to be sponsored by online specialist On the Beach this summer.
The sixth annual Roundhouse Beach in Camden Town aims to provide an alternative seaside experience in the heart of the city.
This year’s ‘beach’ has the added feature of ‘Big Screen on the Beach’ – a series of classic films which are being screened until July 29.
Roundhouse Beach will then be open for visitors to attend free of charge until August 28.
On the Beach chief marketing officer Alistair Daly said: “We are absolutely thrilled to be sponsoring such a fantastic event in what is one of London’s most iconic venues.
“This is a great opportunity for us to reach new customers in a fabulous environment and what better way to introduce our brand to those new customers than sponsoring Big Screen on the Beach.
“As a beach holiday specialist, we send over 1.5 million people abroad on their summer holiday and this fantastic event gives visitors the chance to experience a beach closer to home.”